Modelling the antecedents of online impulse buying in cross-cultural context Online publication date: Fri, 01-Mar-2024
by Abu Bashar; Shalini Singh; Vivek Kumar Pathak
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 15, No. 2, 2024
Abstract: The modelling of antecedents of online impulse buying is carried out in cross-cultural context. Structural equation modelling (SEM) using AMOS is used to validate the hypothesised relationship between urge to buy impulsively (UBI), its antecedents, and online impulse buying. A sample of 650 of Indian and Bahraini (India - 405, Bahrain - 245) customers are collected through online survey using structured questionnaire. The construct UBI is measured with its antecedent online sales promotion, personal factor, and website quality. Culture is used as a moderating variable and found significant in moderating the relationships in both cultures. This model can be useful for the e-commerce firms offering their products online. Online impulse buying has not been much investigated in cross-cultural context which makes this study unique and novel. This study will fill the knowledge gap in cross-cultural online impulse buying literature.
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